No matter the medium, the foundation for any marketing program is a clear definition of the brand. This also applies to the world of heavy consumer interaction. So start by clearly outlining the basic principles of your brand and what makes it stand out from the competition, including:
- What makes your brand different
- The basic principles of your brand
- A clear positioning strategy
- Your distinctive personality traits
- Your core promises
- Your values
You must have all this in place before you engage the consumer.
Think about it: you can't ask someone to play if you don't know who's playing, what the game is or what's at stake. By defining the brand you provide parameters that any experience should have and the core concepts you will want to reinforce when consumers are given the chance to engage with your brand.
At Avenue A | Razorfish, we refer to this foundation as a company's BrandPrint, as illustrated below.
Next: Know thy customer
